More than one-third (36%) of smartphone video viewers say they watch long-form video (five minutes or longer) daily or more frequently, according to a recent report from the Interactive Advertising Bureau and On Device Research.
The report was based on data from a survey of 4,800 consumers in 24 countries who own a smartphone and watch videos on it.
Some 58% of respondents say they watch short videos (under 5 minutes) daily or more frequently.
Other key findings from the report include:
- 35% of respondents report watching more video on their smartphone compared with last year; this percentage is even higher in the US (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the UK (40%).
- 53% of respondents say they often or sometimes watch mobile video while watching TV.
- 48% of respondents only or mostly use mobile apps to watch video on their smartphone.
- 68% of respondents share the videos they watch on their smartphones; 42% say social media is a way they often find the videos they watch on their smartphone.